Jamaica in the Arabica Coffee Global Value Chain April 2018 Prepared by Jack Daly, Danny Hamrick, Penny Bamber and Karina Fernandez-Stark Duke Global Value Chains Center, Duke University Global Value Chains Center This research was prepared by the Duke University Global Value Chains Center on behalf of the Organization of American States (OAS). This study is part of the establishment of Small Business Development Centers in the Caribbean. The report is based on both primary and secondary information sources. In addition to interviews with firms operating in the sector and supporting institutions, the report draws on secondary research and information sources. The project report is available at www.gvcc.duke.edu. Acknowledgements The Duke University Global Value Chains Center would like to thank all of the interviewees, who gave generously of their time and expertise, as well as Renee Penco of the Organization of American States (OAS) for her extensive support. The Duke University Global Value Chain Center undertakes client-sponsored research that addresses economic and social development issues for governments, foundations and international organizations. We do this principally by utilizing the global value chain (GVC) framework, created by Founding Director Gary Gereffi, and supplemented by other analytical tools. As a university- based research center, we address clients’ real-world questions with transparency and rigor. www.gvcc.duke.edu. Duke Global Value Chain Center, Duke University © April 2018 ii Jamaica in the Arabica Coffee Global Value Chain Jamaica in the Arabica Coffee Global Value Chain................................................................................... iii Acronyms ........................................................................................................................................................... v Executive Summary ......................................................................................................................................... vi 1 Introduction .............................................................................................................................................. 1 2 The Global Arabica Coffee Industry .................................................................................................... 2 2.1 The Arabica Coffee Global Value Chain ................................................................................................... 5 Sources: Areté, 2013; DeSoucey, 2010; Taste of Europe, 2015; WIPO, 2015 .................................. 8 2.2 Global Trade in the Arabica Coffee Global Value Chain ...................................................................... 8 2.2.1 Global Supply .............................................................................................................................................. 8 2.2.2 Global Demand ........................................................................................................................................ 11 2.3 Governance and Lead Firms...................................................................................................................... 12 2.3.1 Standards and Institutions ..................................................................................................................... 14 3 Jamaica in the Arabica Coffee Global Value Chain ........................................................................ 17 3.1 Jamaica’s Current Participation in the Arabica Coffee Global Value Chain .................................. 18 3.2 Governance and Industry Organization ................................................................................................. 23 3.3 Upgrading and Industry Evolution in Jamaica’s Arabica Coffee Global Value Chain ................... 28 3.4 Advantages and Constraints ...................................................................................................................... 29 3.4.1 Advantages ................................................................................................................................................ 29 3.4.2 Challenges ................................................................................................................................................. 30 4 Lessons for Jamaica Upgrading in Arabica Coffee from Global Experiences .......................... 33 4.1 Case Studies .................................................................................................................................................. 34 4.2 Colombia........................................................................................................................................................ 34 4.3 Costa Rica ...................................................................................................................................................... 39 4.4 Lesson Learned for Jamaica ....................................................................................................................... 42 5 Recommended Upgrading Trajectories for Jamaica ...................................................................... 44 6 Bibliography ............................................................................................................................................ 46 Figures Figure 1. NYSE Prices for Coffee Beans and Total Volume, 1995-2016 ................................. 2 Figure 2. The Arabica Coffee Global Value Chain ........................................................................... 5 Figure 3. Leading Arabica Coffee Producers, 2011-2018 (60 lb. bags, ‘000s) ........................ 9 Figure 4. Leading Producers of Arabica and Robusta Coffee Beans, 2015/16 .....................10 Figure 5. Select Leading Exporters Unit Value for Exports, 2005 and 2015 .......................11 Figure 6. Leading Green Coffee Importers 2006-2015 (US$, million) ...................................12 Figure 7. Jamaica’s Coffee Unit Price and Production Volume, 2006-2015 .........................19 Figure 8. Jamaica’s Participation in the Arabica GVC..................................................................20 Figure 9. Jamaica's Coffee Production by Type, 2007-16 ............................................................21 Figure 10. Export Destinations for Jamaican Green Coffee, 2006-2015 ................................22 Figure 11. Significant Actors in the Arabica Coffee Value Chain in Jamaica ......................24 Figure 12. Jamaica Coffee Export Volume and Price, 2007-2016 ............................................26 Figure 13. Jamaica's Arabica Coffee Production, 2005-2014 .....................................................31 Figure 14. Unit Value of Colombian Coffee Exports against Regional, 2000-16 ................38 Figure 15. Unit Price of Costa Rican Coffee Exports, 2005-15 .................................................40 iii Tables Table 1. Prominent Characteristics of First, Second and Third Wave Coffee ..................... 3 Table 2. Sourcing Strategies of Lead Roasters by Market Segment ......................................14 Table 3. Select Private and Civil Society Standards in the Coffee GVC ...............................15 Table 4. Details Required by Starbucks Suppliers by Receiving Region ................................16 Table 5. Key Industry Stakeholders in the Arabica Coffee GVC .............................................27 Table 6. SWOT of Jamaica’s Arabica Coffee Industry .................................................................29 Table 7. Selected Upgrading Trajectories in the Arabica Coffee GVC .................................33 Table 8. Columbia Trade in Coffee Value Chain, 2007-16..........................................................35 Table 9. Organization and Responsibilities of the FNC ...............................................................36 Boxes Box 1. Geographic Indications ................................................................................................................. 8 Box 2. Jamaica’s Coffee Industry Board (CIB) .............................................................................................17 Box 3. Jamaica Blue Mountain Coffee .................................................................................................18 iv Acronyms ACE Association of Coffee Excellence AIIL AIC International Investment Limited ANACAFE Guatemalan Coffee Growers Association BoS Bureau of Standards C.A.F.E. Starbucks’ Coffee and Farmer Equity Practices CASE College of Agricultural Science and Education CIB Coffee Industry Board of Jamaica COE Cups of Excellence CP Coffee Competitiveness Program CQI Coffee Quality Institute FDI Foreign Direct Investments FLO Fair Trade Labeling Organization FNC Colombia Coffee Growers Federation FONECAFE National Fund for Coffee Stabilization GAPs Good Agriculture Practices GI Geographic Indication GIS Geographic Information System GVC Global Value Chains ICAFE Instituto del Café de Costa Rica (Coffee Institute of Costa Rica) IFOAM International Federation of Organic Agriculture Movements JACRA Jamaica Agricultural Commodities Regulatory Authority JAS Jamaican Agricultural Service JBM Jamaica Blue Mountain Coffee JCGA Jamaica Coffee Growers Association JCEA Jamaica Coffee Exporter Association JHM Jamaica High Mountain Coffee JIPO Jamaica Intellectual Property Office MICAF Ministry of Industry, Commerce, Agriculture and Fisheries NGOs Non-governmental Organizations NYSE New York Stock Exchange